博物館觀眾體驗與重遊意願之研究

A Study of Museum Visitor Experience and Revisit Intention

近代博物館的管理思維，逐漸從以博物館本身轉變成以觀眾為主體，從而帶動觀眾研究。許多觀眾研究指出，博物館的觀眾相當多元化，參觀體驗有高度的互動性與歷程性。基於此，本文在分析觀眾參觀博物館的體驗為何之外，也探討體驗彼此之間的互動關係，以及體驗如何影響參觀後的重遊意願。過去一些實證研究，不論是訪談或問卷調查，大多是收集觀眾的事後認知，較難避免回憶重建的問題。因此，本研究選擇以口述語意方式，請18位參與者即時記錄自己的參觀體驗感受，再於事後進行焦點座談，針對其重遊意願進行討論，然後透過內容分析與敘說分析，勾勒出博物館觀眾體驗與其重遊意願之間的關係。本研究結果發現觀眾的感知體驗大部份與博物館情境、他人言行、或是館外場域有關。其次，觀眾會在參觀過程中，體驗到與他者之間的關聯，包括與親朋好友、過去某人、經驗事件、對比空間、最近新聞等。各種體驗若能匯流成一種好的印象，例如吸引人的氛圍、意猶未盡的感覺、寬廣空間的印象、多樣化的周邊環境、或是一次參觀能有多種效益，將可提高觀眾的重遊意願。我們最後整理出一個結論概念圖，並提出後續研究與實務上的建議。

Modern management of a museum places more importance than before on visitors instead of the organization itself. Such a phenomenon triggers lots of research on visitor studies. Many researches pointed out that museum visitors are varied and their experiences are closely interactive with environment. In this paper, authors tried to categorize the museum visitor experience first, then to explore the relations of different experiences, and eventually to clarify the influence of visitors' experiences on their revisit intention. In the past, most empirical visitor studies whether conducted by questionnaires or interviews were to collect visitors' recognition after their visits. The recognition possibly was affected by memory reconstruction. This research tried to use oral protocol to record visitors' experiments during their visits. Afterward focus group discussions were held to understand visitors' revisit intention. Furthermore, we used content analysis and narrative analysis to shape the relations among experiences, after-visit images and revisit intentions. As the result, we found that visitor is mainly affected by museum physical circumstances, others' words and deeds, and/or neighboring field elements. In addition, visitor's experiment of relate is connected with visitor's relatives and friends, someone without contact, experienced affair, other visited place, recent news in memory and so forth. If the whole impression derived from different experiments is good and comfortable, such as attractive image, feeling of longing for more, spacious site, colorful surroundings, and/or multi-purpose satisfaction in a visit, visitors would have more revisit intention. After all, we proposed suggestions based on these conclusions.